The Strike of Running Water

Should you and your opponent be equally matched… you must inflate both body and mind, let your sword follow your body and, quite slowly, strike with all the power of momentarily restrained water bursting forth from a running stream. – Miyamoto Musashi, The Book of Five Rings (translated by William Scott Wilson)

The Strike of Running Water

The Strike of Running Water

Should you and your opponent be equally matched

What happens when you find your competition equally matched? In a tight industry, there will always be competition that is equally matched to you. There will always be different variables where they will be equal to that of yours. How do you pull ahead when you’re identical?

You must inflate both body and mind

It’s important to look at what resources are available to you and gather them. This audit also extends to analyzing the situation:

  • Where are you standing in relation to your competition?
  • How far away are they?
  • Are they in range to mount an offence?
  • What is the current rhythm of attack and defence? Are you in the defending portion of the cycle or attacking?
  • What differentiates you from your competition?
    • What do you do best?

Let your sword follow your body

Through gathering this information and resources, you can then make decisions.

Thoughts lead actions just as the sword follows the body.

Note that every movement is deliberate. Each muscle fibre is moved with clear intention of what is to follow. Likewise, how you use the information and resources should be a conscious decision.

The pinnacle of swordsmanship is when the sword becomes an extension of your body. This phrase can also be taken to mean that your strike with the sword is so fluid that it is now an extension of your arm. The differentiating factor you choose to use to pull ahead of the competition when you’re evenly matched should be a strong intrinsic factor. It should be something innate to your company. Not only will it be an authentic competitive advantage but it also makes the competitive advantage that much harder to copy, thus leading us back to square one of being equally matched.

Quite slowly

Previously I wrote about The Rhythm of All Things. In it, there is a point about imposing your own rhythm. All scenarios in which you are to overcome the competition are rooted in imposing your own rhythm instead of being strung along by your competition’s rhythm.

When you move slowly, not is it only deliberate (see the first point from “Let your sword follow your body”) but this also implies imposing your own rhythm while disrupting the opponent’s.

Strike with all the power of momentarily restrained water bursting forth from a running stream

Once you’ve determined your course of action you should strike with an explosion of power at the opportune time. Likewise, once you find your differentiating factor, you should audit available resources and gather them. Unleashing a strike to your competition in such a way that will cripple them. A pop-up store and sale. Redesign your website and launch party. Customer service meet and greet. The key is whatever actions you decide to take, make sure it is aligned with your differentiating factor and devote all your available resources to deal the blow.

The Rhythm of All Things

The Way of the Sword

The Way of the Sword

There is a rhythm to everything, but particularly in the martial arts, if you do not train in its rhythm it is difficult to succeed. – Miyamoto Musashi, The Book of Five Rings (translated by William Scott Wilson)

Rhythm in martial arts pertain to the flow of attacking and defending. There is a natural flow; you attack and your opponent attacks, then you defend, while your opponent is attacking. Give and receive. Advance and retreat. How do you get the upper hand though?
Study and observe the rhythm of your opponent. Do not react. Dictate.
Study how your opponent follows the rhythm of the duel. Then, purposefully give an opening to your opponent. Observe how they react to the change in rhythm. Then capitalize on their reaction.

It is the same in business. Study and learn what your competitor’s rhythm is. Study what their moves are in the past. Study what their reaction is to different stimuli. From this, you will learn what their pattern is; you will learn their rhythm. Take advantage of this knowledge. Either disrupt the rhythm or wait for the rhythm to be disrupted by an outside source. Preempt any reactions they will make according to their rhythm.

Into the Unknown

It’s the first year anniversary of Felix Baumgartner freefall his way into the history books.

I just finished watching the documentary of mission.

Felix Baumgartner making his historic jump

Picture of Felix Baumgartner. Taken from: http://www.universetoday.com/97972/

Watch it here: http://stratos.rdioexclusives.com/documentary

(Not sponsored by Red Bull, Rdio, or anyone for that matter.)

Branding

Red Bull made the loudest branding move by being quiet and in the background. Take out a pen and paper: people love good content; people hate having something shoved in their face. Watch the documentary again, watch the Q&A video again, and watch the media coverage again. You’ll find that Red Bull was hardly pushed to the forefront.

Innovation

Disrupt, innovate, and revolutionize are overused words in the startup world. When you actually do something no one has done before, that’s innovation. If you looked at all the preparation and practice jumps, you’ll notice that there is a gradual progression in reaching the final jump. Another thing pointed out during the Q&A (http://stratos.rdioexclusives.com/landing) is that no one will likely break the records set by Felix. Basically, innovations are hard to come by. Luckily, innovations are overrated. Take their approach of gradually improving to reach a goal and apply it to any industry, product or service. Sometimes, to be a successful entrepreneur just means taking some existing thing and improving upon so much that you become an expert.

But then again, it doesn’t hurt to really land an innovation, doing something no one ever has.

Team culture

Through all the ups and downs of the Redbull Stratos team, what kept them together? What made the team trust in the figurehead of the project after Felix quit because of his anxieties in the suit?

Everyone on the team served a greater purpose. This was what motivated them to stay the 12 hour shifts. This greater purpose will also motivate employees through the tough, grueling days. Inspire them. Give them a grand vision.

Resources

These are great resources for any business people and, in particular, entrepreneurs.

Where Good Ideas Come From: the Natural History of Innovation

Steven Johnson

One can be conditioned to be more innovative. This made a strong case for why being a generalist in your undergraduate degree may be beneficial. Combining the lessons learned from this book with Steve Jobs’ Stanford commencement speech has helped me realize the benefit of my education in biochemistry and business management.

The Book of Five Rings

Miyamoto Musashi, translated by William Scott Wilson

This is a deeply philosophical book. I plan to reread this once in a while to hopefully derive more insight into business, marketing and life. It’s a very enjoyable read. My favourite quote is, “from one thing know ten thousand things”.

Steve Jobs’ Stanford commencement speech

http://youtu.be/UF8uR6Z6KLc

I also revisit this speech periodically. Whenever I feel I’ve lost my way or things have gone awry, this speech helps me connect the dots (and of course, sometimes you can only connect the dots looking backwards).

Inc magazine/website

Inc.com

A cornucopia of interesting articles and topics for any business person (not just startups/entrepreneurs).

Coles Note Calculus

Calculus: Early Transcendentals by James Stewart

This Coles Note reminds me of my ability to overcome challenges because I taught myself Calculus using this ~100 pager during the early years of high school. Not only does it serve as a symbol of triumph and perseverance, but it also helps refresh my memory so I can do some practice questions in the textbook by Stewart. Redoing calculus problems helps me stay fresh and sharp with my problem solving skills. It’s actually pretty fun (sometimes).

Workforce of One: Revolutionizing Talent Management Through Customization

Susan Cantrell

Frankly, human resources is one of the weakest links in any startup. This book will help any entrepreneur or manager retain talent and build an amazing team. By focusing on what motivates the individual, you’ll be able to harness their full potential.

An analogy from my marketing professor.

Tarun Dewan

An idea is like a virus.

I’m actually going to write an article about this. Stay tuned.

Be a mathematician

“I don’t know why people hire architects and then tell them what to do.” – Frank Gehry

 

One of my pet peeves is a client confusing what they want to do with what they’re trying to do. Often times, the two are different. Well, this usually isn’t the problem. The problem becomes when they stop listening to your suggestions. They stop listening to the very person they hired (as and expert).

Marketers should always be presenting solutions to clients that achieve their marketing/communications objectives. We shouldn’t be tools for our clients and just blindly do what they tell us. However, I’ve come to learn that providing solutions just isn’t enough. To be really good, stop being a marketer and become a mathematician.

Mathematicians (the really good ones) don’t just present a proof for a solution, they often craft the proof into its most elegant form.

From the wikipedia entry on mathematical beauty, a proof is elegant when it has these characteristics:

  • A proof that uses a minimum of additional assumptions or previous results.
  • A proof that is unusually succinct.
  • A proof that derives a result in a surprising way (e.g., from an apparently unrelated theorem or collection of theorems.)
  • A proof that is based on new and original insights.
  • A method of proof that can be easily generalized to solve a family of similar problems.

I’ll use two of the characteristics to illustrate how thinking more like a mathematician will make you a better marketer.

Minimal Additional Assumptions

As solution providers, we should aim to present solutions that require the least number of outside resources and, of course, at the lowest cost. I was tasked to take a documentary film about entrepreneurs across Canada. Naturally, a project of this scale would require hundreds of thousands of dollars. However, the solution I came up with involved university students being the main drivers for the event. This group of people has engaged interest in the entrepreneurial scene and are motivated to learn skills that will help them graduate with a job. Best of all, they often are willing to work for free. The way I envisioned this project coming to fruition is an small, core team of university students will liaise with me to coordinate the event.

Solutions should require the fewest resources and minimal investment.

Succinct Proofs

All the best solutions are often the simplest. A client of the firm I work for needed to know whether online traffic translated into offline traffic into the sales office. I identified that a segment of the audience isn’t willing to go into the sales office because there is no perceived value versus gathering information online. We then created a page specifically targeting this group to convince them visiting the sales office is an experience you won’t get from viewing a webpage. We put many tracked actions on the page to gage the visitors intent on visiting the sales office. Adding a simple page like that helped us better measure how effective our online advertising was. Ultimately, we were able to correlate online traffic with sales office traffic.

Keep solutions simple.

Megaphone, CEO

I’ve been asked recently a few times what is the most important function of a CEO of a startup. From personal experience, the most important role is that of a broadcaster of the vision and mission of the company.

“Cherish your visions and your dreams as they are the children of your soul, the blueprints of your ultimate achievements.”
Napoleon Hill

Figure out what your company is trying to do. Communicate that really, really well internally and externally. Your team will only succeed and survive in business if they are clear of what the company is trying to achieve. You will only attract clients that are a good fit if you communicate the vision and mission well.

Decisions of all magnitude and decisions made by all levels become that much easier when the vision and mission is known clearly internally.

Photo found on Flickr

Photo found on Flickr